PropeloMedia

BACKGROUND

Please describe your company and your position there.

My name is Dana Hanson, and I’m the advertising director for Neptune Society of Central California. We’ve been helping families for over 45 years make end-of-life plans.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire PropeloMedia?

Because our industry caters to a sensitive need, the challenge is to reach out to people at the right time in their lives in order for the message to be meaningfully remembered and reacted to.

What were your goals for this project?

Our primary goal is lead generation to create on ongoing pipeline.

SOLUTION

How did you select this vendor?

We found PropeloMedia after vetting a couple other agencies in the bay area.

Describe the scope of their work in detail.

PropeloMedia worked closely with us to help define a couple of customer personas, one centered around a senior profile, and one centered around their adult children.

Once the target audience was defined, they helped to develop an omni-channel campaign consisting of a highly informative newsletter type piece, that was then reinforced with consistent messaging across email, digital display ads to that same audience. We also engaged in some A/B testing to help optimize specific calls-to-action.

What was the team composition?

We initially began working with PropeloMedia’s founder, Andre Chandra, but have recently worked more closely with their client services team, and media director.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

When we first started using PropeloMedia, their focus was just on direct mail marketing, however in the past couple of years they’ve begun incorporating other digital channels that have proven to increase the response rates and ROI of our campaigns.

In fact, on a recent campaign we did a A/B test to evaluate a single channel campaign vs. an omni-channel campaign to the same target audience and found a 3x improvement when going with the omni-channel approach.

How effective was the workflow between your team and theirs?

We were really appreciative from top to bottom with them from billing to product launch. Other companies treated us as too small of an account, but PropeloMedia made us feel like family which made a huge difference.

What did you find most impressive about this company?

Their ability to listen and optimize the campaign to achieve the highest results. They’re constantly evaluating current campaigns and are looking for ways to enhance each future iteration.

With long term campaigns, other companies tend to take the set-it and forget it approach, but that constant refinement has helped us consistently see better and better returns.

Are there any areas for improvement?

Nothing comes to mind at this point. The fact that they care has allowed us to grow together in a way that has been beneficial to both of us.